If you’re the owner of a nail salon, pizzeria or ice cream parlor, there’s almost no way for you to offend your audience unless you do something bizarre. But as an owner or director of an addiction rehab facility, you are dealing with extra delicate topics, and it’s very easy to say the wrong thing when trying to market addiction rehab. In today’s age of hypersensitivity and political correctness, you don’t have to do much to offend a group of people. It’s important that your facility remains cognizant of this fact.
Addiction and Substance Abuse are Touchy Subjects
It’s no secret that people aren’t always thrilled to talk about, read about or hear about drug or alcohol addiction. Chronic substance abuse has touched almost everyone’s life in some way, and nearly everyone has had different experiences with it. Your challenge when attempting to market addiction rehab is to connect with individuals who need treatment or know someone who does, without alienating anyone with your images or copy.
You want your marketing to get attention for all of the right reasons, not the wrong ones. Here are some basic tips to follow to ensure that you don’t cross the line.
Don’t cater to misconceptions by creating advertisements that portray addiction as something that only afflicts the impoverished or another group of people. As you know, addiction can affect people of any sex, race or socioeconomic status. You don’t need to use a picture of a domestic violence situation, a homeless person holding onto a bottle or a depressed woman on the cover of your brochures. This will only contribute to the stereotypes and the negative stigma that shames certain groups of people who are also struggling with addiction.
Watch Your Language
Using words like “addict,” or “junkie” are no longer acceptable within the industry. These individuals have already endured enough suffering – they don’t need negative labels on top of everything else. Be sure to avoid words like these when trying to market addiction rehab.
Don’t Place Blame
No one has ever actively tried to become addicted to drugs or alcohol. Most have been influenced in some degree by genetics, trauma, personal injuries and myriad other factors. Be sure to frame your marketing in a way that acknowledges this fact.
Rather than depicting a person’s life in crisis as a result of addiction, you’d be better served to show a person’s triumph following treatment. It’s not that there’s anything wrong with showing the dark side of substance abuse, but if you focus on the positivity of addiction rehab, there’s almost no chance you will offend anyone.
Be Mindful of Your Social Media Posts
Your facility’s social media presence is a part of its public presence. When posting on platforms like Facebook or Twitter, it’s very easy to get casual with your language and potentially say things you wouldn’t in a print ad or on a commercial. Remember that your social media posts are there to be seen by millions of people.
Review Your Advertisements Obsessively
Things get lost in translation, and it’s very easy to misinterpret something that is seemingly innocuous as being offensive. The more people who review your marketing material, the more likely it is that you will catch anything that could come across the wrong way. Consider using a diverse group of reviewers to ensure that you don’t overlook anything.
MPA Rehab Marketing invites you to discuss your marketing goals with us, explore your options and lean on our experience. We’ve worked with rehab facilities of all sizes and on a multitude of different advertising campaigns. Not only do we have an understanding of what can be misconstrued as being offensive, but we also know what will resonate with your target demographic.
Contact us at 732-214-9600 to experience the MPA Rehab Marketing difference.